The Short type: When Marie Antoinette mentioned, “Let them consume cake,” it might probably are because she had been hogging all Michel et Augustin snacks for herself. Youth mates Michel and Augustin came across in secondary school, and, when they discovered their particular person 9-to-5 jobs is unfulfilling, they started a cookie business with a foundation in French pastry. Fast ahead 13 years, and two friends have actually offices in France and nyc and tend to be attracting the world due to their snacks, pastries, yogurts, mousses, and various other desserts created using easy, pronounceable elements. The duo in addition teaches aspiring bakers that perfecting the ability of French pastry is attainable through their own recipe books and interactive available home courses. Michel and Augustin’s dream is straightforward: to really make the globe laugh and come together over a shared passion for desserts.
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The storyline of Michel et Augustin started just sufficient. Two males started palling around in secondary school and became great friends. But, with lots of adolescent friendships, both parted ways after graduation to check out their particular routes.
Michel discovered themselves in finance in New York, and Augustin ended up being doing work in advertising and marketing for Air France. But both soon turned into disillusioned making use of the 9-to-5 work on the business world. They reconnected and also the duo devised a wild intend to learn all 1,263 bakeries in France and develop a guide to the very best confectioneries the country needed to supply. They blogged a manuscript about it â their basic collaboration!
After finishing their own pursuit, in 2004, Michel and Augustin aproned-up and set from a fresh adventure: baking in Augustin’s kitchen. Their particular objective was to create a line of cookies as well as other desserts fashioned with 100% natural ingredients and love. And, after tirelessly evaluating and tasting above 300 meals, their own first concoction was created: the tiny spherical butter cookie. Michel et Augustin came to be!
The two discovered quick achievements, and always innovate much more delicious designs, for example a decadent natural yogurt in a container, that was uncovered only once Michel and Augustin discovered their valued cow could create above butter. They advertise items using the trademark “kookiness” while the pleasure they infuse in their tasty snacks.
Michel et Augustin is focused on more than simply generating a delicious cookie. The company is bent on attracting from France’s wealthy culinary background to produce masterful desserts.
“it isn’t almost cookies â it is more about a love of French pastry,” stated Lily Dionne-Jermanovich, Michel et Agustin’s Communications and material Director. “Almost everything we make is related to French pastry practices. We have a really powerful union with pastry producing as a business.”
But Lily informed all of us an affinity for and mastery of French pastry is not just set aside the item builders (they call them the “recipe staff”) at Michel et Augustin. A portion of the businesses kooky society is actually revealing the passion and expertise of pastry generating therefore every person in the group, in France and Brooklyn, can train are a French pastry chef and do the national examination (called a “C.A.P.”). This way, everyone can take part in innovating brand-new meals and talk knowledgeably with fans, consumers, and buyers.
“Once a week in France and when monthly in New York, the Banana Farm (“office”) can become a pastry course where we have been going right on through a traditional program of French pastry and instruction the certification,” she said. “It doesn’t matter if you’re an internet site . developer or even in sales â the opportunity is actually promoted for all.”
Though Michel et Augustin provides a far more expansive brand in France, the organization sticks on exact same principles and maxims of development for several products.
“the fact our products share is actually an actual attention to taste and also to the ingredients,” Lily stated. “We focus on the top quality and simpleness for the materials, and try to keep your element number as pronounceable as is possible.”
This outcomes not just in a yummy decadence, but additionally a delicacy possible feel good about eating along with your significant other.
There’s just some thing about sharing candies that begins the afternoon appropriate or ends up an ideal date. And Michel et Augustin’s projects happened to be meant for just these occasions.
“It really is a second of extravagance at the end of a romantic date,” Lily stated. “It really is delicious making with thoroughly clean materials, and this helps make the time much much better. It feels good to enjoy.”
Because of so many worthy goodies to pick from, there is must pick just one. While there are lots of more choices in France â from candy mousse to decadent yogurts and, naturally, unique cookies â there are many possibilities in the US at the same time.
Lily had been quick to recommend the most perfect snacks provide to or appreciate with that special someone.
“our very own popular cookie is actually the 4-Cookie Squares,” she mentioned. “they’re like little square tarts, arrive three types, and certainly will end up being therefore conveniently shared. We supply Cookie Buttons, which have been hazelnut chocolate chip cookies with hazelnut ganache internally. They come in bags of two â one in my situation, one for you!”
For partners exactly who really enjoy their unique morning ritual collectively, Lily informed you Puff Palmiers are a beautiful a.m. alternative.
“they have been puff pastry and taste like Elephant Ears,” she mentioned. “they are awesome light and flaky and ideal for sharing over break fast with coffee or at tea time.”
Whether your honey tend to be chocoholics or value the fine butteriness of caramel (or all things in between), Michel et Augustin provides a worthwhile treat for discussing (or sneaking off with on your own clandestine cookie affair).
Michel et Augustin’s philosophy is the fact that the happiness of sweets is in the sharing. As a result it should be no shock society involvement is a sizable an element of the business’s business objective. Everybody is invited to eliminate in and chat (and flavor cookies) at their unique Banana facilities (workplaces) in Paris, Lyon, or Brooklyn.
This attitude started on very start of business and is also part of the center. And Lily noted this philosophy is actually exemplified during the organizations open homes.
“immediately, Michel and Augustin opened up the doorways of their apartment to next-door neighbors, buddies, consumers, and passersby, for people to offer them opinions, to taste snacks, to flavor brand-new meals they certainly were evaluating, in order to go out with these people and discuss what they were undertaking,” she stated. “its something’s really important to you these days.”
Open home on Banana Farm takes place regarding the basic Thursday of every month in France and nyc. Lily informed us these occasions present a way your organization to give back again to town by teaching them regarding the background and strategies of French pastry.
“We invite everybody else, household, pals, consumers, and buyers to come share quality recipes,” she mentioned. “We would taste tests, focus groups, and perform video games. It is a proper area occasion.”
Not only is it fun and tummy-pleasing to attend, however if you do not have a cookie friend, consider all the other dessert aficionados you could potentially meet on Banana Farm. After all, when someone likes Michel et Augustin addresses, you are aware they’ve great style, and you should have one thing to connect more than.
In genuine Michel and Augustin type, the duo started a Random Acts of Kookiness effort to encourage and delight people. From a tribute to Michael Jackson towards cookie rectangular event in addition to their torrid Greek account, Michel and Augustin infuse hilarity and joy into all they do. You will find exactly why their snacks are very addicting â they truly are made out of 100% natural ingredients and great vibes.
Up after that for company is a brand new cookbook whose goal is to greatly help United States readers as well as others tackle the intimidation of French pastry.
“we are creating a French pastry cookbook for the United States, and it is about finding pleasure in these extremely tough dishes,” Lily stated. “We’re breaking it down and claiming you can do it. Whenever we can, everyone can, and then we’re discussing all of our development.”
Michel et Augustin can seeking to introduce its well-known chocolate mousse in america.
“Our dream for our chocolate mousse is seduce America’s preferences.”
And, after tasting the company’s snacks as well as other goodies, the usa is actually definitely in for a long relationship with this mousse.